Adding the cultural edge to brand strategy in India

By tapping into culture, brands can tap into consumers’ sense of identity and of belonging to a collective, so that is why it is necessary for global brands to align with local insights, customs and beliefs in order to create cultural advantage, says Fighting Fit’s Saji Abraham.

Culture is a richly loaded word and often straddles a plethora of meanings across audiences. At the outset, therefore, let us define what culture is and therefore what cultural advantage is. According to the Oxford Dictionary, culture is defined as the ideas, customs and social behaviour of a particular people or society. This goes on to imply that the advantage one gains from being part of culture is greater relevance and affinity.

Being part of culture is also being able to access a memory system that has deep roots in the audience’s mind as that way of life has been...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands